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The movie Sideways impugned merlot and heaped praise on pinot noir. Did Sideways cause changes in market outcomes for these varietals?

In The Sideways Effect: A test of changes in demand for merlot and pinot noir wines Cuellar et al provide some econometric evidence. They look for post-Sideways price and quantity changes in merlot and pinot noir relative to the “control” varietal cabernet sauvignon using scan data from the U.S.

First consider quantities:

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